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 Create Big Ideas, Big Emotions, Big Stories Systematically!

 In 2 days, learn how to productively insight consumers for: (1) uncovering truly motivating product positioning ideas and leads; (2) generating advertising's "big idea, big emotion, and big story" strategy options; and (3) finding new product development opportunities, and existing product redevelopment or next generation product opportunities.

The seminar materials here are based on Dr. Ned's research and consulting experiences with the 3 consumer insighting purposes mentioned. Those experiences started with insighting for advertising's big idea, big emotion and/or big story. Then the research and consulting engagements moved to advertising's prior base, namely, positioning, which defines the ad's message content. Finally, the process again reversed toward the base of positioning, i.e., the new product or the re-launched product. There were three other significant marketing functions that subsequently engaged Dr. Ned's consumer insighting research and consulting. These were: (1) insighting for market segmentation and re-segmentation, (2) insighting for a market-responsive pricing, and (3) insighting for in-store marketing. The first of these is taken up in the Strategic Market Segmentation Seminar; the second, in the Pricing Strategies Seminar; the third, in the Consumer In-Store Behavior Tracking Seminar.

 

Key benefits for participants
Each participant will learn:

• to get the ad agency creative team to commit to a definite time period and a specific deadline for coming out with a sought-after ad big idea, big emotion, or big story
• to discover the brand's truly motivating product positioning that represents the target consumers priority product value and differentiator versus competitors
• to find out new product opportunities, existing product redevelopment ideas, or next generation product concepts

Key benefits for companies
The company will gain:

• a new or better discipline for doing advertising, positioning and product development that starts from where the consumers are instead of from where the company marketing and advertising teams are
• a way of avoiding needless interdepartmental differences of opinion and debates about what's the right advertising or positioning strategy, or what's the best product development sourcing, simply because the entire process takes off from each company department's propositions instead of what the target consumers think, feel or do

Program Concept
Delve into what's behind the success of any marketing campaign, and you'll find a consumer insight that's responsible. That's true with a winning new product intro, a next generation product launch, a product positioning or repositioning, a market segmentation or re-segmentation, an advertising campaign, a sales promo, pricing, or a point-of-purchase initiative. The insighting talent and skill used to be, and in several quarters are, still regarded as an art. So it is assumed that insighting is best left to creative people whose creative productivity is often hard to predict and therefore hard to control. More and more, qualitative consumer understanding research is showing that consumer insighting can hasten as well as enhance the work productivity of ad agency creatives, product development technicians and craftsmen, consumer promo developers, shopping event organizers, and similar others.

Among the many sources for consumer insights, what is the "best" i.e., the one with the highest probability of working, and with the least chance of failing? How do you correctly source consumer insights from what consumers think, feel and do? How do you most advantageously source consumer insights for a new product, a next generation product, a motivating product positioning, market segmentation or re-segmentation, an advertising strategy, a sales promo, pricing, in-store marketing, and so on? How do you get the work of creative people in the organization to work in sync with consumer insighting activities?

Program Overview
Module 1: Insighting For Advertising's Creative Strategy

• Insighting For The "Big Idea"
• Insighting For The "Big Emotion"
• Insighting For The "Big Story"

Module 2: Insighting For Product Positioning

• Insighting For The Product Attribute Based Positioning
• Insighting For Experiential Positioning
• Insighting For Product User Imagery (Or Personality) Positioning
• Insighting For Product Source Imagery Positioning

Module 3: Insighting For Product Development

• Insighting For A New Product/Service Idea
• Insighting For A Next Generation Product/Service Idea

Case examples from the following product/service categories:

• Infant Milk Formula
• Breastfeeding
• Cheese and Butter
• Fabric Softener
• Feminine Wash
• Oral Rehydration Solution
• Pharma Rx Products
• Real Property
• Shoe Care Wax
• Telecom

Who should attend:
Marketing and Sales Management Practitioners, Product/Brand Managers, Category Managers, Ad and Promo Managers, Sales Managers, Heads of Support Services

 

What our past participants said:
“Inspiring thinkers to think/innovate new products creating new opportunities “ -- Rina Blanch Tan, Marketing & Business Analysis Officer, Maybank Phils. Inc.

“It’s a confidence boosting seminar aside from the conditional knowledge I acquired” -- Fritzie Lee, Jr. Product Manager, Energizer Philippines
“The seminar was good because it provided new techniques on how to approach consumers through observation of their behavior/habits” -- Angelo Barrameda, Marketing Assistant, Canon Marketing (Philippines), Inc.

 

Recent participants include:

• Assistant Brand Manager of Universal Robina Corp.
• Assistant Brand Manager of Universal Robina Corp. (Beverage)
• Assistant Product Manager of Unilab Consumer Health Group
• Associate Scientist 2 of United Laboratories, Inc.
• Brand Assistant of Universal Robina Corp.
• Brand Assistant of Universal Robina Corp. (Beverage)
• Brand Manager of Universal Robina Corp.
• Category Development Management of Abbott Laboratories (Phils), Inc.
• Consumer Insight Assistant of Unilab Consumer Health Group
• Consumer Insights Manager of Fresh N' Famous, Inc. (Greenwich)
• Director of Consumer Healthcare R&D of United Laboratories, Inc.
• DVP of United Laboratories, Inc.
• HR and Training Manager of Monde Nissin Corporation
• Marketing Assistant of Bounty Agro Ventures, Inc.
• Marketing Manager of Fresh N' Famous, Inc. (Greenwich)
• Marketing Manager of Goldilocks Bakeshop, Inc.
• Marketing Research Officer of Goldilocks Bakeshop, Inc.
• Marketing Supervisor of Oriental & Motolite Marketing Corp.
• Merchandising Manager of Abbott Laboratories (Phils), Inc.
• Mktg. Member for Product Development of Sunjin Philippines Corporation
• Product Management Officer of Maybank Philippines, Inc.
• Product Manager of Bristol-Myers Squibb (Phil.), Inc.
• Research Executive – Quant of Saffron Hill Research
• Research Officer of United Laboratories,Inc.
• Research Specialist of United Laboratories  Inc.
• Research Specialist of United Laboratories, Inc.
• Retail Marketing Management Head of Maybank Philippines, Inc.
• Senior Brand Assistant of Nissin - Universal Robina Corporation
• Senior Brand Manager of Universal Robina Corp.
• Senior Research Manager – Quant of Saffron Hill Research
• Special Projects Head of Wenphil Corporation
• Sr. Brand Assistant of Universal Robina Corp.
• SVP of United Laboratories, Inc.
• Trade Marketing Specialist of Bounty Agro Ventures, Inc.

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